Brand Tone

Approachable & Welcoming, Knowledgeable & Passionate, Community-Focused, Modern & High-Quality, Slightly Playful/Creative

Brand Values

• •Quality: Sourcing and roasting high-quality, single-origin coffees is a primary focus. They aim to "fairly represent the work of the producers who grew it."
• •Relationships & Community: They emphasize building long-lasting connections with coffee producers, wholesale partners, and customers.
• •Hospitality & Approachability: Making specialty coffee accessible and providing excellent customer service are key. They want customers to feel comfortable and well-cared for.
• •Transparency: They are open about their coffee sourcing and roasting processes. The roastery is often visible to cafe guests.
• •Education: They provide training for wholesale partners and have offered cupping classes to the public to help people learn more about coffee.

Best Practices

• •Prioritize Hospitality in Language: Always use warm, inviting, and helpful language. Avoid jargon where possible, or explain it simply to make specialty coffee feel accessible, not exclusive.
• •Highlight Relationships and Stories: Share the stories of the coffee producers, your team, and your community. This reinforces the values of connection and transparency.
• •Be Passionate and Knowledgeable, Not Pretentious: Share your expertise in a way that educates and excites, rather than intimidates. Focus on the joy and discovery of coffee.
• •Maintain a Clean and Modern Aesthetic with a Touch of Warmth: Ensure all visual content (social media, website, in-store) reflects the "industrial-chic yet cozy" vibe of the cafes. Use high-quality imagery.
• •Inject Personality: Don't be afraid to show the human side of the brand with occasional humor, creative names, or behind-the-scenes content, aligning with their "Traffic" blend or fun club names.

Social Perception

Positive, Respected in the Coffee Community, Community Hub, Valued Local Business

Copy Examples

• •Headline: Beyond the Daily Grind. Body: At East Pole, coffee is an exploration. Discover unique single-origin beans, roasted with passion right here in Atlanta, and let our friendly baristas guide you to your perfect cup. We're serious about coffee, but not ourselves. Come say hi!
• •Social Media Post: Ever wonder what makes your morning brew truly special? We believe it starts with relationships – from the dedicated farmers at origin to our passionate team here in Atlanta. We're committed to transparency and sharing the story behind every bean. Taste the difference connection makes. #EastPoleCoffee #SpecialtyCoffee #AtlantaCoffee
• •Product Description (for a new single-origin coffee): Meet [Coffee Name] from [Region/Farm]. Grown with care by our partners at [Producer Name], this exceptional bean offers notes of [Flavor Note 1], [Flavor Note 2], and a hint of [Flavor Note 3]. We've roasted it to highlight its unique character, making specialty coffee an experience everyone can enjoy. Brew it your way and tell us what you think!
• •Website About Us Snippet: We started East Pole in a garage with a simple idea: to share our love for incredible coffee and make the world of specialty brews a little more welcoming. For us, it’s about more than just a great cup – it's about fostering connections, championing quality, and serving our Atlanta community with genuine hospitality, one pour at a time.
• •Wholesale Program Pitch: Let's make your coffee program something special. East Pole offers more than just exceptional, freshly roasted beans; we provide the training and support to help your team shine and your customers discover coffee they'll love. Partner with us for quality, transparency, and a shared passion for great coffee.